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© 2012 Blue State Digital.com | Proprietary and Confidential
So you say you want a movement?Politics 101: Lessons from the Campaign Trail
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© 2011 Blue State Digital.com | Proprietary and Confidential
Our mission:
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TO DRIVEMEASURABLERESULTS
THROUGH INSPIRING& ENGAGING
PEOPLE.
© 2011 Blue State Digital.com | Proprietary and Confidential
Our mission:
2
TO DRIVEMEASURABLERESULTS
THROUGH INSPIRING& ENGAGING
PEOPLE.
It’s simple, really.But inspiration is just half of the puzzle. Success demands that customer and fan engagement efforts be both quantifiable and repeatable.
Dangerous words:“Viral”“Movement”
Public Affairs & Politics
Charitable Organizations
Unions & Trade Organizations
Brands &Businesses
Brands & Businesses
© 2011 Blue State Digital | Proprietary and Confidential
Our clients: A healthy mix
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Public Affairs & Politics
Charitable Organizations
Unions & Trade Organizations
Brands &Businesses
Brands & Businesses
© 2011 Blue State Digital | Proprietary and Confidential
Our clients: A healthy mix
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{ BUT WE’RE NOT JUST POLITICS. }
Public Affairs & Politics
Charitable Organizations
Unions & Trade Organizations
Brands &Businesses
Brands & Businesses
© 2011 Blue State Digital | Proprietary and Confidential
Our clients: A healthy mix
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© 2011 Blue State Digital.com | Proprietary and Confidential
Our Approach: Ladder of engagement
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TOTAL TARGET AUDIENCE
© 2011 Blue State Digital.com | Proprietary and Confidential
Our Approach: Ladder of engagement
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EVANGELISTS
EVENT HOSTS
RAPID RESPONDERS
ADVOCATES
CAMPAIGNERS
ON THE EMAIL LIST
COOKIED
WEBSITE TRAFFIC
VIEWERS
TOTAL TARGET AUDIENCE
BARR
IER
TO E
NTRY
© 2011 Blue State Digital.com | Proprietary and Confidential
Obama 2008 & 2012
2008 Results:
15 million email subscribers3.6 million donors$1 billion raised
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© 2011 Blue State Digital.com | Proprietary and Confidential
Lesson: Moments matter; seize them
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“Do$we$really$think$that$being$a$community$
organizer$is$a$qualifica9on$for$being$president?”$
10#minutes#later,#in#10#million#inboxes#
© 2011 Blue State Digital | Proprietary and Confidential
Lesson: Don’t be shy; rethink segmentation
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© 2011 Blue State Digital | Proprietary and Confidential
Lesson: Don’t be shy; rethink segmentation
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OPPORTUNITIES
INTERESTED
© 2011 Blue State Digital | Proprietary and Confidential
Lesson: Don’t be shy; rethink segmentation
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OPPORTUNITIES
INTERESTED
ADVOCATES
© 2011 Blue State Digital | Proprietary and Confidential
Lesson: Don’t be shy; rethink segmentation
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OPPORTUNITIES
INTERESTED
ADVOCATES
EVANGELISTS
© 2011 Blue State Digital.com | Proprietary and Confidential
Lesson: Integrate channels thru action
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INTEGRATED CAMPAIGNING HAS
UNIVERSAL APPEAL
© 2011 Blue State Digital.com | Proprietary and Confidential
A Movement Without Legs - An Example
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© 2011 Blue State Digital | Proprietary and Confidential
Kony 2012‘s Atypical OriginsHashtag #Kony2012 began trending in Birmingham, Oklahoma City, and Dayton, Ohio a week before video launchTagcloud of common phrases in initial influencers’ profiles suggest religious influenceMovement emerged from small cities, led by Christian youth
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© 2011 Blue State Digital | Proprietary and Confidential
After viewing the video, users encouraged to tweet to celebrity influencers urging them to act9 of the celebrity “culturemakers” chose to publicly support the cause
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A new influencer outreach strategy
© 2011 Blue State Digital.com | Proprietary and Confidential
Example: It Gets Better Project (2011)Results:
55+ million video views
25,000+ content contributors from over 40 countries
4 heads of state; 100+ elected officials
100+ workplaces & brands
NYT best-selling book, MTV special
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NOT JUST POLITICS
(CORPORATE BRAND EXAMPLES)
© 2011 Blue State Digital | Proprietary and Confidential
Ford Motor Company
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CULTIVA
TE
RECRUIT
DEPLOY
BSD is working with Ford to build an army of brand advocates that includes employees, shareholders, owners and enthusiasts.
© 2011 Blue State Digital.com | Proprietary and Confidential 27
AND FINALLY: EXAMPLE #5
(A POINT ABOUT YOUR TARGET AUDIENCES & YOUR CORE
BUSINESS OBJECTIVES)
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